W19 by Frama

The new mens wear store Wardrobe 19 (W19) at Istedgade 64 in Copenhagen has been designed with a rough and minimalistic style by the interior specialist brand Frama. The renowned Danish designers have stripped the space down to basic, leaving the worn concrete floor as is, painting the brick walls white and preserving the unique ceiling often seen in old buildings, stores and cafés around city. Selected goods are displayed on custom made shelves in Douglas fir, the same material as used to make the counter. The space gives a perfect backdrop for highlighting the clothes, bags, shoes and accessorizes. In collaboration with Frama W19 have established “a hidden store” within the store, making use of a room at the end of a narrow hallway in the back of the store. The plan is to change the concept of this dark and grey painted space monthly, offering a new shopping experience and a chance to create surroundings lifting the identity of each brand to a new level. The W19 is the second store opening for owner Martin Vestphael, who established Wardrobe 19 in Larsbjørnstræde 19 back in 2010.

Photo: Claus Troelsgaard.